ROLE: UI/UX DESIGNER
OVERVIEW:
In Q4 of 2017 we began to notice that our dropoff rate on the payment page was growing steadily, approaching almost 80%. Immediately we hopped into action and zeroed in on the final pages in our funnel. We decided to run an A/B test for a 1-Step vs. 2-Step Payment Page, while also optimizing the page sent prior to checkout.
THE UNLOCK PROFILE PAGE:
We created a brand new page in our flow that served as an education piece. The goal of this page was 2 pronged:
1. To become more transparent earlier in the flow that this is a paid service, and to speak to the value of a membership.
2. To educate the consumers around what data sources we use, and what kind of information we gather.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7b35a99ff8f095afc0e84e5cac2afc64/c0f8b225-f200-4769-8190-6394600f921c_rw_1920.jpg?h=a8e790912c1e2c21fb52917626aa5513)
![](https://pro2-bar-s3-cdn-cf4.myportfolio.com/7b35a99ff8f095afc0e84e5cac2afc64/51600b54-ecca-4bdb-8174-cb06ed2123f0_rw_1200.jpg?h=0d7189b2ed356184e0537e4a1d2f11ff)
1-STEP PAYMENT PAGE:
For this version of the test we got rid of a ton of junk on the page and focused in on highlighting the plan pricing and having and easy to use payment form.
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/7b35a99ff8f095afc0e84e5cac2afc64/d16668e4-88e4-45f3-81a2-298ec9f74e69_rw_1920.jpg?h=df10775c9bbfb2ed18b2371be7581596)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7b35a99ff8f095afc0e84e5cac2afc64/ca755f1f-ff0d-4ea6-8656-2d6f7990f055_rw_1200.jpg?h=cd9b37429f6594ce31245ea7d33718a3)
2-STEP PAYMENT PAGE
For the second half of the test we broke up the payment process into 2 steps.
1. Plan selection
2. Checkout
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/7b35a99ff8f095afc0e84e5cac2afc64/e12694fb-c738-403e-89bc-46dfddaeec6c_rw_1920.jpg?h=4855a1575009575fe9cfa0746feed845)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/7b35a99ff8f095afc0e84e5cac2afc64/da117038-7fc2-4892-a55d-6627915af244_rw_1200.jpg?h=a3d4ea21faf9d4103956f8a36bef7b39)
![](https://pro2-bar-s3-cdn-cf5.myportfolio.com/7b35a99ff8f095afc0e84e5cac2afc64/66004527-5d2a-45c5-920b-df094d1d8c7b_rw_1920.jpg?h=6cd25927e658f484b8e82a7072687d28)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7b35a99ff8f095afc0e84e5cac2afc64/c05260ad-f481-4523-b871-dfc763bba90c_rw_1200.jpg?h=4d049f6d4792fe84d564923ede70cc94)